Major UK supermarkets have been compelled to source turkeys from mainland Europe to safeguard Christmas supplies, following a severe outbreak of avian influenza that has disrupted domestic production.
Unprecedented Move for Festive Supply
Retail giants Asda, Lidl, and Morrisons are understood to be stocking branded turkeys imported from the European Union in what industry insiders have labelled an "unprecedented" step. This move is designed to "protect availability" and ensure customers can secure their centrepiece for the festive meal.
While all three retailers confirm their own-label fresh and frozen turkeys will be 100% British, specific branded lines are coming from abroad. Morrisons is stocking Bernard Matthews-branded turkey from Poland, while Asda is selling a Cherrywood-branded turkey crown sourced from mainland Europe. Lidl confirmed a small portion of its Gressingham-branded frozen turkey is EU-sourced.
More than one industry source also indicated that Aldi was sourcing birds from Europe. Despite these imports, it is estimated that non-British birds will account for less than 10% of all turkeys sold in UK supermarkets this Christmas.
Avian Flu Squeezes UK Flocks
The British Poultry Council states the UK is battling a "bad season" of avian flu, with cases far exceeding last year's levels. This has directly impacted the supply of Christmas poultry, including turkeys, chickens, and ducks.
There have been 70 confirmed cases of bird flu across the UK in less than three months this season, predominantly in England. This figure is alarmingly close to the 81 cases recorded throughout the entire previous season, which ran from October 2023 to September 2024.
In response to escalating outbreaks, bird keepers in England were ordered to house flocks indoors from 6 November, with a similar order coming into force in Wales on 13 November. Tragically, more than 5% of the UK's Christmas poultry flock – approximately 300,000 birds – have been culled so far this season.
Retail Response and Support for British Farming
Other leading supermarkets have emphasised their commitment to British produce. Marks & Spencer, the Co-op, Sainsbury's, and Tesco all stated their turkeys are entirely British-sourced, with M&S including Ireland in its sourcing commitment.
Matt Hood, Managing Director at the Co-op, reinforced this stance: "We are proud to be selling 100% British turkeys this Christmas... It is very important retailers support and invest in British farming industry to ensure it can weather the many ups and downs nature throws at it."
Will Raw, chair of the NFU's national poultry board, expressed sympathy for affected farmers but noted lessons had been learned from previous outbreaks. "We have housing measures in place a lot sooner," said Raw. He urged consumers to "always look out for British or the union jack," highlighting the high welfare standards of domestic production.
The crisis may hit smaller retailers harder, potentially leading to sourcing difficulties or higher prices. However, the overall message from the sector is one of resilience, with imports serving as a targeted measure to guarantee availability during an exceptional year for the industry.
